The purpose of this thesis is to investigate the relationship between perceived product quality, brand credibility and brand loyalty in food products. It also examines how these relationships change through the influence of communication elements on the design of food packaging (food labelling), focusing on the ongoing trend towards transparent communication with consumers. Transparency in communicating the content of food products has evolved in recent years from simple ‘free from’ claims to simplifying the content of the product and stating it on the front of the packaging. For the purposes of this research, the terminology ‘Clear label’ is used to describe this trend. A conceptual model was set up to understand the relationship between the variables mentioned. Proven scales from the literature were used to test perceived product quality and brand credibility, and with slight adaptations to test food brand loyalty. However, the scale to test ‘Clear label’ had to be developed specifically for this study. To test the conceptual model, a survey was conducted among consumers who were divided into a test group and a control group. To analyse the data collected in the survey, descriptive statistics were used to describe the individual constructs. The scales were tested and checked for reliability and validity in a pilot and a main study. An exploratory factor analysis was conducted to check the factor structure between measured variables and a confirmatory factor analysis was conducted to test how well measured variables represent the constructs used. Multivariate regression analysis was used to test the relationships between the variables and the Sobel test was used to test the moderator effect. The statistical programme SPSS is used for the statistical analysis and AMOS for the confirmatory factor analysis. The overall conclusion from the research and all the analyses conducted is that the Nutritional and natural content and the Origin (the NANC and ORI scales), which form the construct Clear label perception, show a strong positive correlation not only with some levels of Food brand loyalty, but also to Product quality perception (PPQ) and Brand credibility (BRC). However, no moderating effect was found. This also means that the conceptual model proposed for this research was not confirmed. In an additional analysis, mediation was also tested based on the conclusion about correlations. For this purpose, an additional model was set up with the parallel mediators, and the results showed that Nutritional and natural content and the Origin (NANC and ORI) play a mediating role between Product quality perception (PPQ) / Brand credibility (BRC) and Food brand loyalty. The findings presented in this thesis contribute to the overall understanding of the Clear label trend and its impact on consumer behaviour in relation to the constructs studied: brand loyalty, perceived product quality and brand credibility in packaged food. The main methodological contribution is seen in the development of new measurement scales for measuring the constructs of the Clear label (Nutritional and natural content or NANC and the Origin or ORI scales). The methodology and conclusions from the research could provide valuable insights for packaged food companies to improve their branding and integrated communication strategies on the one hand, and on the other hand the results could also be useful for authorities and regulators (e.g., inclusion of guidelines for legal requirements and mandatory information on packaging).